Just before the end of 2014, Apple officially rolled out its “Start Something New” campaign onto its website. Now, thanks to the same initiative, Apple has begun transforming some of its retails stores into art galleries promoting the work.

Twitter user Storeteller noted on Friday that the Regent Street Apple Store in London began displaying the art Apple began showing on the “Start Something New” webpage earlier this week.

Apple is showing the art on its walls above its products. Apple explained on its website that all of the art was created solely on iOS devices with apps available on the App Store.

“Every piece in this gallery was created on an Apple product,” the company wrote. “Every brushstroke, every pixel, and every frame of film was brought to life by talented Apple users from around the world. As you explore their work, we hope it inspires you to create something new.”

The images above are from customers that have recently visited the Apple Store on Regent Street in London, as surfaced originally by ifoAppleStore. However, as noted by 9to5Mac, the campaign has stretched beyond just the single store, as the art gallery motif has cropped up in stores in New York City and Toronto, Canada. What’s also worth noting is that Apple has used a greyscale to showcase the pieces of art in its stores, rather than go with the full color treatment shown on its website.

It’s not clear if the art will surface in other Apple Stores around the world.

Just before the end of 2014, Apple officially rolled out its “Start Something New” campaign onto its website. Now, thanks to the same initiative, Apple has begun transforming some of its retails stores into art galleries promoting the work.

Twitter user Storeteller noted on Friday that the Regent Street Apple Store in London began displaying the art Apple began showing on the “Start Something New” webpage earlier this week.

Apple is showing the art on its walls above its products. Apple explained on its website that all of the art was created solely on iOS devices with apps available on the App Store.

“Every piece in this gallery was created on an Apple product,” the company wrote. “Every brushstroke, every pixel, and every frame of film was brought to life by talented Apple users from around the world. As you explore their work, we hope it inspires you to create something new.”

The images above are from customers that have recently visited the Apple Store on Regent Street in London, as surfaced originally by ifoAppleStore. However, as noted by 9to5Mac, the campaign has stretched beyond just the single store, as the art gallery motif has cropped up in stores in New York City and Toronto, Canada. What’s also worth noting is that Apple has used a greyscale to showcase the pieces of art in its stores, rather than go with the full color treatment shown on its website.

It’s not clear if the art will surface in other Apple Stores around the world.